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Social Media

Background

Before the Internet and World Wide Web became popular, most of DCCCD’s marketing/ communications efforts were one-way: We talked (through advertising, direct mail, news) and then hoped that our audiences listened.
 
With the advent of social media, our audiences now expect two-way communication (talking and listening on both sides).  We are watching and participating in the birth of a new communications model called social media.
 
All DCCCD locations and departments should consider communicating with their audiences via social media. But before you venture into the social media world, we strongly recommend that you learn the basics because you will never get a second chance if you alienate your followers the first time.
 
Social media can be a little frightening to traditional marketing/communications professionals accustomed to “controlling the messages” associated with their organization’s brand. They are used to creating and honing the message and then deciding who will receive it and when. An exchange of ideas or opinions is not part of that process.
 
Social media commentators, on the other hand, talk about your organization whenever and wherever they like — they can praise you or chastise you, sometimes both in the same message.
 
Social media is powerful. It can yield tremendous benefits for our organization. And it can cause equally tremendous pain if managed incorrectly.

 

Administration of Accounts

  • Reputation management is a critical component of social marketing. Therefore, each location should designate a department that has oversight of the location’s social media presences to ensure that your location’s reputation is being monitored and safeguarded. This department will:

    • recommend naming protocols, 
    • keep a current list of accounts and account managers and
    • monitor for quality assurance and reputation.

(Generally, reputation management falls under the purview of Marketing and Communications.) Individual departments and groups who wish to publish on social networks should be required to notify the designated department each time a new account is set up. (This process ensures that the designated department is aware of all location-related accounts, which will enable it to monitor those sites and provide support if needed in the future.)

  • The location department that is charged with overseeing social media is strongly encouraged to publish location specific social networking operational guidelines for employees to follow in addition to these Best Practices.
  • No fewer than two employees should have administrator level access to all accounts representing DCCCD. (For information about how to do this without sharing passwords, contact Joanna Jordan at jkjordan@dcccd.edu.)
  • Manage personal and professional content separately.

 

Representing Yourself and DCCCD

  • When publishing under a DCCCD social media account, you are DCCCD; what you publish will reflect on the district, your college, your colleagues and yourself.  Do not share personal opinions on DCCCD social media outlets. When publishing on social media, always keep these questions in mind: Will this content enhance the district’s image? Does it support DCCCD’s mission and goals?
  • Respect your audience. Don’t engage in any conduct that isn’t acceptable in the workplace.
  • Understand that employees are personally responsible for the content they publish on blogs, wikis or any other form of user-generated media, both internally and externally.
  • Identify yourself by name, write in first person and, when relevant, explain your role at DCCCD when you discuss DCCCD or DCCCD-related matters externally.
  • When you are interacting on your personal social networking sites, be cautious about sharing work-related information or opinions. Only publish content that you wouldn’t mind being seen by our students and your colleagues/supervisor/college president/chancellor.

 

Content

  • Publish the hours when the social networks will be monitored to help students understand when to expect a reply.
  • In emergency situations, the Marketing Office will work with CERT teams to craft the content of all emergency posts.  Send only official/approved/posted content disseminated by the Marketing Office. News media inquiries should be routed to the Marketing office.
  • In non-emergency situations (closures, water main breaks, official school closures/holidays, power outages, etc.), you may inform followers, but follow the lead of your Marketing Office to ensure that you share accurate information.
  • Use common sense:  Avoid topics that may be considered objectionable or inflammatory. Do not engage with someone who is using profanity or making threats. Immediately contact your location’s Marketing Office for guidance and assistance in resolving the situation.
  • Don’t cite or refer to content posted by others that is not explicitly made public without their approval. 
  • Don’t replicate information on college/district Web pages; link to it instead. Official sites are reviewed for content and accuracy.

 

Interaction

  • If staff members accept “friend” or other connection requests from any students, they should accept friend/connection requests from all students to avoid the appearance of favoritism. 
  • The account manager should establish and publish the regular “office hours” when the account will be monitored. If the account will not be monitored for an extended period of time, the account manager should publish a notice alerting followers when the account manager is online.
  • Don’t publish confidential information on social media. 
  • Respect copyright, fair use and disclosure laws.
  • Publish the following Facebook disclaimer on all DCCCD Facebook sites:

A little bit about how we run things here:

This Facebook page is a resource of Dallas County Community College District (DCCCD). Content on this page does not necessarily reflect the views of the colleges. In addition, any and all content posted by the followers is the property and responsibility of the followers, not DCCCD.

Conversations will be moderated and/or deleted if threatening, inappropriate, offensive or libelous language is used.

Commercial offers may be removed from the page.

If you would like something posted on our Facebook page that is not directly related to DCCCD, please email the information to {page admin's email} and we'll be happy to review it for future posting.

If you are featured in a photo posted on this page and do not wish to be, please email {page admin’s email} to have the photo removed.

Thank you!